Mastering the Seamless B2B/B2C Experience · Agenda • B2C for B2B – Why and How • What buyers...

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Mastering the Seamless B2B/B2C Experience November 18, 2015

Transcript of Mastering the Seamless B2B/B2C Experience · Agenda • B2C for B2B – Why and How • What buyers...

Page 1: Mastering the Seamless B2B/B2C Experience · Agenda • B2C for B2B – Why and How • What buyers expect • 4 B2C elements B2B sellers must adapt • B2B/B2C eCommerce- Crossing

Mastering the Seamless B2B/B2C Experience November 18, 2015

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Your Speakers Today

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Scott Compton Sr. Commerce

Strategist MarketLive

Andy Hoar Principle Analyst Serving

eBusiness & Channel Strategy Professionals

Forrester Research, Inc.

Pam Schectmann Vice President Marketing &

Communications Department56

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Agenda

• B2C for B2B – Why and How • What buyers expect • 4 B2C elements B2B sellers must adapt

• B2B/B2C eCommerce- Crossing Over • Mastering the Seamless B2B/B2C Commerce Experience-

Real-life example from Enesco • Q & A

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MarketLive

Managing Over $1.7 Billion in Retail Sales: 150 Sites, 85 Customers

Top Vendor to the Internet Retailer Top 1000 • 1st Site Design • 2nd Content Management • 2nd Mobile Commerce • 2nd Rich Media • 3rd Order Management

Winner of 4 Stevie Awards • Gold: Automated Merchandising,

Social Experience Manager • Silver: Content Experience Manager • Bronze: Intelligent Site Search

Codie Award Finalist • Best Commerce Software

20+ Years Retail Experience Growing Total Commerce Sites

Forrester Ranked Leading Commerce Platform

Award-Winning Technology

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Selected MarketLive Clients

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B2C for B2B – Why and How

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The B2B eCommerce Opportunity - & Challenges

•Opportunity - B2B online customer base is growing • 57% of corporate buyers have made business purchases online • 56% of vendors have earned new customers via online self-service

who would be too costly to support otherwise • Customers spend more once migrated to online

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Sources: Acquity Group, 2013; Forrester Research, 2014

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The B2B eCommerce Opportunity - & Challenges

•Challenge – Buyers bring B2C expectations with them • “Two-screen phenomenon” – shopping for work in one browser

window, for themselves in another • Accustomed to B2C-style online experiences and discount offers

8 Source: Acquity Group, 2013

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Meeting the Challenge

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•4 Essential B2C Elements to Adapt for B2B • B2C-Style Merchandising • Rich Content • Usable, Flexible Design • Relevance through Personalization

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B2C-Style Merchandising

•Put product offering front and center • 86% expect to see products and

services on the home page • Provide multiple paths to products

• Products by type • Best sellers • By solution or function

10 Source:KoMarketing Associates, 2015

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B2C-Style Merchandising

•Give shoppers tools to sort, filter, and compare

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B2C-Style Merchandising

•Effective merchandising on product pages

• Global promotional messaging • Customer service information • Related products

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Rich Content

•Content forms foundation of online brand experience • Online product research becoming integral part of purchase process

• 55% of buyers now conduct research online for at least 50% of corporate purchases – 30% research 90% of purchases or more online

13 Source: Acquity Group, 2014

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Rich Content

•Content forms foundation of online brand experience • Satisfaction with research sources is low

• Comprehensive content a potential brand differentiator

14 Source: Acquity Group, 2014

83% use supplier sites for research … but only 37% say they’re helpful

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Rich content

•In-depth product content to support research • Transparency (support, pricing, buyer reviews) is crucial – and often

missing

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Rich content

•In-depth product content to support research

• Product specs and comparisons, customer service content, video info support purchase decisions

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Rich Content

•User-submitted content puts products into context

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Usable, Flexible Design

•Vendors playing catchup as buyers shift screens • Most B2B brands are still making the initial offline-to-online transition

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41% have been online < 5 years

69% launched online initiatives within past 10 years …

Source: Forrester Research, 2014

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Usable, Flexible Design

•User-friendly design across screens is a must

20 Source:KoMarketing Associates, 2015

• 37% of B2B buyers will leave sites with “poor design/navigation”

• 39% say lack of a mobile-friendly site impairs purchasing

• 75% will leave slow-loading pages

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Usable, Flexible Design

•User-friendly design across screens is a must

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Relevance through Personalization

•Deliver situation-specific tools to help purchasers do their jobs better and more efficiently

• Personalization expected to be widely adopted in B2B eCommerce by 2018 • 70% of brands forecast to offer it • Those with personalization forecast to outsell competitors by 30%

• Segmentation already widespread

22 Source: Gartner 2014 (cited in Internet Retailer); MarketingProfs/Content Marketing Institute, 2014

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Relevance through Personalization

•Develop personalized messaging services

• Triggered alerts of any type currently used by <50% of B2B merchants

• Think SMS as well as email • 97% of U.S. business professionals within

3 feet of devices 24 hours per day

23 Sources: MarketingSherpa, 2014; Experian, 2012; Hubspot, 2013

<30% of send transactional emails, which have open rates of more than 100% (due to repeat views)

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Relevance through Personalization

•Deliver tailored site pathways based on stage in customer lifecycle • In-depth content for new visitors demonstrates brand credibility

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• Subject-matter

primers and background information

• Glossaries to help shoppers navigate product terminology

• Timely articles/blog posts about industry topics

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Relevance through Personalization

•Deliver tailored site pathways based on stage in customer lifecycle

• Develop expedited routes for returning customers • Encourage account creation – and make it easy • Promote ability to access saved items across screens

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Relevance through Personalization

•Develop expedited routes for returning customers • Offer a reorder toolset

• Use email replenishment reminders to direct visitors into reorder pathway

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© 2015 Forrester Research, Inc. Reproduction Prohibited 28

B2B/B2C eCommerce: Crossing Over

Andy Hoar November 18, 2015

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© 2015 Forrester Research, Inc. Reproduction Prohibited 34

Agenda

B2B Market Overview Challenges & Opportunities Creating Seamless Experiences

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US B2B Is More Than 2X The Size Of B2C

Source: Forrester Research US Online Retail Forecast, 2011 To 2016, Key Trends in B2B eCommerce for 2013

$325B

$780B

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© 2014 Forrester Research, Inc. Reproduction Prohibited 36

More Self-Serve B2B Buying Experiences

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© 2014 Forrester Research, Inc. Reproduction Prohibited 37

Base: 116 B2B eBusiness professionals Source: Forrester/Internet Retailer Q2 2015 Global B2B Sell-Side Survey

72% Of IT Systems Can’t Support Amazon-Like Customer Experience

28% of B2B eCommerce professionals say that their current B2B eCommerce technology

systems can support an “Amazon-like” customer experience

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Creating Seamless Experiences

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Exist in a real-time operating environment

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Invest in technologies that support the customer journey

Source: June 17, 2015, “Accelerate Digital Business With A BT Agenda,” Forrester report

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© 2015 Forrester Research, Inc. Reproduction Prohibited 41

Enlist agile processes for analysis and refinement

Start small with a platform

to extend.

Analyze results to monitor performance and

optimize outcomes

Design the mobile

engagement.

Engineer your platforms, processes, and

people for mobile.

Identify the mobile moments

and context.

Source: The Mobile Mind Shift, Forrester Research

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B2C B2B

Many firms are consolidating their B2B and B2C technologies

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forrester.com

Thank you

Andy Hoar Principal Analyst [email protected] @andyhoar1

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Enesco Insights and Best Practices November 18, 2015

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Enesco LLC

The global leader in the giftware, home and garden décor industries.

Distributor to a wide variety of specialty card and gift

retailers, home décor boutiques and mass market chains.

Serving more than 44,000 customers worldwide.

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The Situation

•Enesco Recognized: • Our markets and customers have evolved and have multiple paths to purchase

Enesco’s products • Using the e-channel more effectively would retain, grow and attract new customers

as well a provide sales and marketing support for future growth

•Enesco needed to upgrade their current B2B site and needed a platform that could help its websites: Function more like a B2C site Engage retailers Distinguish and brand each of the three divisions Enable retailers to easily shop across three divisions

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Strategic Goals

Build an industry leading B2B website delivering incremental sales within five years Drive conversion and grow brands Optimize and enhance the B2C experience in a B2B environment

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Provide One Complete Solution

•Build a complete end-to-end B2B solution simplifying the user experience across all brands with a unified look and feel.

•Launch a site that intuitively behaves like B2C but provides all the business needs and functionality of a B2B site.

•Partner with MarketLive to differentiate and lead the industry.

•Build a cross-functional team across all three divisions—GUND, Enesco Gift and Department 56 to drive the project.

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EnescoBusiness.com Home Page

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Home Pages of the Three Divisions

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Enesco Gift Business Homepage with Log-in Dropdown

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Provide One Complete Solution

•Functionality requirements:

• Shop across three brands with one complete check out and cart

• Net pricing incorporating specific retailer discounts by account across all three brands

• Fully responsive • Rich retailer-facing features • Sell across all touchpoints—online,

mobile, social and email

• Merchandise and manage

products—promotions, interactive catalogs, photography, videos and more

• Fast, dynamic powerful faceted search to support over 12K SKUs

• Seamless customer experience with Integrated live chat, My Buys, Your Zoom

• Quality customer service components and geared towards answering the questions of the buyer

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Shopping Cart Across Three Divisions

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Responsively Designed

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Desktop Tablet Mobile

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GUND Faceted Navigation

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Example of YourZoom on Department 56

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Why MarketLive

•Value • Ecosystem of fully vetted best-in-class System Integrators and tightly integrated 3rd

party services lowers risk and provides greater ROI

•Efficiencies/Time-to-Market • No need to rebuild everything

•Flexibility • You decide how slow or fast you want to move

•State of the Art Technology and Functionality • Fully responsive

•Partnership • MarketLive and DEPlabs in lock-step along the way

•Thought Leadership • MarketLive anticipates where the market is headed to ensure Enesco is ahead of the

game

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Key Learnings

•Management • Invest the time in scoping the project

• Do the work upfront to avoid any surprises later – mockups, wireframes, full scope

• Collaborate • Three divisions in Chicago, NJ and

Minneapolis each with a different look & feel

• Engage key customers and your sales representatives

• They have to be engaged and have skin in the game in order for the project to be well-received, promoted and accepted.

• Create regression testing teams • Test across all platforms and devices

– iOS & Android

Functionality • Critical to deliver the omni-channel

experience • Ensure you have the back-end data to

understand the customer across all aspects of the business

• Need to understand the needs of a B2B shoppers and provide a convenient and easy to use system

• Shopping cart timeouts need to be longer

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Results To-Date

•Key Results: • In 18 months, four out of five of sites are live • The 5th site, a corporate informational site will go live in 2016 • Nine out of 10 retailers would refer the Enesco B2B site to a friend • Running at a 300% increase in sales this year on the B2B site • 11% increase in number of lines purchased • Retailers purchasing across divisions

•Other Results Included • Increase in new sign-ups • Increase in new customers • Average transaction is lower, but more retailers are involved on the site

•Three Divisions Now Have: • Unified look & feel • Single sign-on for efficiencies and ease-of-use • Joint email campaigns and promotions

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Moving Forward

• Mine the data. There are diamonds in there

• Abandoned cart module delivers low-hanging fruit

• Analyze performance and key metrics for business success:

• New customers • Sales volume • What is incremental • Average order • Cross-division purchases by

account • Personalization with MyBuys

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It’s all about the data taking Enesco to the end goal of Incremental Sales

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Questions & Answers